Programme

Registration and refreshments

Opening remarks from the Chair

Getting the politics of branding right

• Considering the importance and benefits of branding on public perception
• Increasing CAA scores through improved public perception and satisfaction
• Promoting the importance of branding to staff and partners and gaining Member buy-in
• Preparing for change: in government – what measures can be put in place to embed flexibility and security to your brand?

Using public perception to develop an effective and well branded place shaping strategy

• Interpreting your Place Survey and using the results to drive improvement and influence your place shaping strategy
• The perils and opportunities of council branding
• Building a brand that is more than just a logo
• Working with contractors and partners to deliver successful branding of place

Question and answer

Morning refreshments

Working effectively with partners while retaining individual brand identity

• Changing the way you work - developing the right infrastructure to facilitate joint working and communications
• Making decisions – who does what?
• Correlating information across your partnerships and ensuring a clear message about who is driving services and initiatives

Case study: Designing and implementing brand identity guidelines

• Overcoming objections to using your corporate identity for individual projects, services and initiatives
• Assigning varying yet consistent forms of branding to different levels of communication
• Reflecting your brand culture and values across all services and initiatives
• Ensuring that private sector partners incorporate your brand

Question and answer

Learning consolidation and benchmarking discussion: Brand identity and partnership working

Take this opportunity to reflect on the morning’s sessions and what you have learned. With your peers, create a list of top five tips for developing your brand identity guidelines for successful partnership working.

Lunch

Case study – Managing a change in culture: re-designing your brand

• Managing cultural change and customer care standards
• Developing your internal culture and providing support for staff
• Getting staff on board as brand ambassadors - exploring effective strategies for stakeholder engagement
• Engaging staff in the branding process from planning through to implementation

Kent, the Garden of England: A case study in public and private sector collaboration to gain support and resources for a new destination brand

Question and answer session

Afternoon refreshments

Case study: Safeguarding your reputation and keeping your brand alive

• Effectively managing the media – what relationships do you need with the press?
• Making best use of your right of reply
• Managing negative perception and satisfaction levels
• Communicating your message and information to the public

Learning consolidation and benchmarking Discussion: Managing public perception

In groups, take this opportunity to reflect on the afternoon’s sessions, what you have learned and what three things you will do differently back in the office to effectively manage public perception.

Summary from the Chair and close of conference